‘#hellobrother needs to trend’: methodological reflections on the digital and emotional afterlife of mediated violence

ABSTRACT In March 2019, the first ever act of terrorist violence in New Zealand was live-streamed on social media, making many social media users unwitting witnesses to the massacre on their devices. The Christchurch mosque attacks revealed a particular digital and emotional vulnerability embedded in the digital media infrastructure. The last words of the first victim soon transmorphed into #hellobrother that, as a digital artefact, participated in shaping the emotional landscape. Combining real-time digital media ethnography on Twitter with data science and computational tools, this multi-method study has two aims: first and foremost, to develop and apply new methodology for the study of unexpected, mediated events as they unfold in real time; second, to explore post-death digital artefacts through the concept of digital afterlife that we approach through two complementary perspectives, data afterlife (the technological) and data as afterlife (the emotional). Adopting a relational perspective, we further develop the concept, and highlight the constitutive role of data in the emotional dimension of digital afterlife arising from its capacity to enter affective arrangements. The methodological contributions include development of a conceptual and technological framework for conducting data science as ethnography and the introduction of Tweetboard, a novel artefact for investigating digital afterlife.